Presentations given at eZ Conference 2016 in Paris by Ania Hentz, CEO and Co-Founder at silver.solutions. All too often brands struggle to manage separate e-commerce and content management platforms, resulting in internal inefficiencies and disconnected user experiences. During this talk, silver.solutions and eZ will share the latest developments of their fully integrated solution for content management and e-commerce. They’ll explain how the solution helps businesses answer today’s and tomorrow’s customer needs better than using multiple platforms for content management and e-commerce.

1. We speak
eCommerce
Bringing Content
and Commerce
Together
eZ Platform and
silver.eShop

2. We speak
eCommerce
2
What customers expect
Where the industry is today
Opportunities
eZ and eCommerce
Technology perspective
Content & Commerce with eZ and silver.eShop
Agenda
CEO and Co-
Founder
silver.solutions
Chief Product &
Marketing Officer
eZ Systems

3. We speak
eCommerce
3
Content & Commerce

4. We speak
eCommerce
4
Change in expectations
Customers expect a good user experience, meaning a single touch-point for all
steps of a Customer Journey: explore, seek instruction, purchase,
“Experiences are more important than products now. In fact, experiences are
products,” (Brian Solis in his book “X: The Experience When Business Meets Design.“
Content & Commerce

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eCommerce
5
Customers needs
This is Andrey.
His electric shaver just broke down.
Content & Commerce

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eCommerce
6
6 Top Reasons to Bridge the Commerce
and Content Divide
Unify experience between website and e-commerce across channels
Deliver significant and engaging personalized customer experiences
Increase conversion by offering products and product-related content at all
stages of the customer journey
Boost your sales
Strengthen your brand
Lower the cost of maintenance
Content & Commerce

7. We speak
eCommerce
7
Content & Commerce

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eCommerce
8
The Two Site Syndrome
“Many corporate websites today suffer from “two site” syndrome —
segregated brand marketing (.com) and commerce sites (store. or
/store) that are poorly stitched together (if at all).“
(Peter Sheldon and Stephen Powers „Content and Commerce: The Odd Couple or the Power Couple.“ Nov.
2013, Forrester Research, Inc.)
Content & Commerce

9. We speak
eCommerce
9
Commerce Content
Content & Commerce
“Here’s what our
product can do
and Here’s what you
can do with
our product.”
Jason Fried, the author of “Rework”

10. We speak
eCommerce
10
Content & Commerce

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eCommerce
11
Challenges: organizational structures
with separate teams
Content Driven
Vs.
Revenue Driven
Digital Transformation

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eCommerce
12
Content & Commerce

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eCommerce
13
Bring together two worlds for a splendid
conversion rate
Combine the existing content and knowledge with the products and sales.
Convince your customers with expertise and a consistent presentation.
Content & Commerce

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eCommerce
14
The icing on the cake: User Generated
Content
Content & Commerce

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eCommerce
15
Content & Commerce

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eCommerce
16
Content & Commerce
Fine Tools
Expert consulting

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eCommerce
17
Content & Commerce
Reebok
Create emotion

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eCommerce
18
Content & Commerce
Added value through practical tipps
Rossmann

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eCommerce
19
Content & Commerce
Kauf Dich glücklich
Trends to inspire

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eCommerce
20
Content & Commerce
Lush
Background information

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eCommerce
21
Content & Commerce
Peterwerth.co.uk
User Generated Content

22. eZ and
e-Commerce?

23. www.ez.no
A bit of history
• A Web development platform,

24. www.ez.no
A bit of history
• A Web development platform,
• A Content Management Solution,

25. www.ez.no
A bit of history
• A Web development platform,
• A Content Management Solution,
• With Ready to use e-commerce features,

26. www.ez.no
A bit of history
• A Web development platform,
• A Content Management Solution,
• With Ready to use e-commerce features,
• And a much more flexible and extensible
approach than shop systems

27. www.ez.no
TITLE
ENDED UP
THERE…

30. www.ez.no
so what kind of
Platform
Should eZ be?

31. www.ez.no
eZ Platform is not…
• A turnkey shop system

32. www.ez.no
eZ Platform is not…
• A turnkey shop system
• A library of e-Commerce features and
components

33. www.ez.no
eZ Platform is not…
• A turnkey shop system
• A library of e-Commerce features and
components
• A company of experts in e-Commerce

34. www.ez.no
eZ Enterprise can be used for…
• Managing Product Information and
Catalogs

35. www.ez.no
eZ Enterprise can be used for…
• Managing Product Information and
Catalogs
• Managing Product related structured and
editorial content

36. www.ez.no
eZ Enterprise can be used for…
• Managing Product Information and
Catalogs
• Managing Product related structured and
editorial content
• Building Unique Commerce Digital
Experiences

37. www.ez.no
eZ Enterprise can be used for…
• Managing Product Information and
Catalogs
• Managing Product related structured and
editorial content
• Building Unique Commerce Digital
Experiences
• Providing Personalized And
Recommended Content to Maximize
Revenue

38. www.ez.no
Our focus at eZ
• Content Management

39. www.ez.no
Our focus at eZ
• Content Management
• Content Delivery

40. www.ez.no
Our focus at eZ
• Content Management
• Content Delivery
• Content Personalization

41. www.ez.no
Our focus at eZ
• Content Management
• Content Delivery
• Content Personalization
• To let You Build Content-driven Digital
Experiences… including e-Commerce
ones

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eCommerce
42
Content & Commerce

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eCommerce
43
Different approaches
A CMS has to deal with
content
Technology
A shop has to deal with
transactions and products

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eCommerce
44
There are different approaches on the
market when it comes to content &
commerce
Side by side solution
Shops with small content features
CMS with simple shop features
Technology

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eCommerce
45
What are the challenges when content
meets commerce?
Users: Two user databases and roles and rights
Search: no common search - different search engines or databases
for content and products
Design: Two different template sets
Administration: Editors have to work with two systems
Development: Two products, two vendors, compatibility issues /
versions
Technology

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eCommerce
46
Solution – one platform for CMS and e-
commerce
eZ and silver.eShop - ecommerce
solution and CMS in one
- based on Symfony full stack
Technology

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eCommerce
47
eZ CMS and silver.eShop are sharing
Technology
Users
functionality
Common search
Content & Products
E-commerce Templates and Design
Backend

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eCommerce
48
Content & Commerce
Content &
Commerce with
eZ and
silver.eShop

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eCommerce
49
Content & Commerce
One backend

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eCommerce
50
Content & Commerce
One Search

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eCommerce
51
Content & Commerce
One
Frontend

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eCommerce
52
Advantages for the shop owner
Building a seamless Customer Journey
One platform to build with
One platform to maintain and optimize
One platform to use
Designed for extensibility
Technology

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eCommerce
53
The benefits
Seamless user experience: no break between content and shopping
functionality
Seamless editors experience: The editors can combine products and
content as they like.
Seamless technical platform: less maintenance costs, less hosting
costs
Technology

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eCommerce
54
Content & Commerce
Content & Commerce on one platform
with eZ platform and silver.eShop

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eCommerce
55
Questions?
Content & Commerce

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eCommerce
www.ez.no www.silversolutions.de
Vielen Dank